Laura Malone and José Olivares Santamarina discuss the evolution of virtual reality towards "mixed reality" and its impact on creating more immersive and productive digital experiences, known as the "spatial web".
They emphasize the application of these technologies to tourism, allowing interactive virtual experiences that improve travel planning and enjoyment.
And no; we are not talking about tourism in outer space, but about the door that has opened with the transformation of virtual reality to mixed reality in the evolution of the concept of the metaverse towards the web or spatial computing that allows us to create new even more immersive digital experiences - and, above all, also productive.
And the fact is that the spatial web is the great turning point both in terms of corporate and business communication and the creation and distribution of branded content that is turning heads in our society. Artificial intelligence and augmented reality that allow us to interact with digital content as if they were part of our physical environment by being perfectly integrated.
And that changes everything, of course
When in February 2024 Apple launched its mixed reality device called Vision Pro on the market - which complements "glasses" such as Meta's Quest 3 among others - the door was opened to innovations tending to improve the juxtaposition between experience digital and tourist experience of the traveler in the present and immediate future multiplying the possibilities, as with, for example:
1. Creating immersive tours and experiences: Mixed reality can offer immersive tours of tourist destinations, allowing users to explore virtual replicas of famous monuments, historical sites and natural wonders from the comfort of their homes. Tourists can preview destinations before their trips or experience them remotely.
2. Provision of augmented reality travel guides: With the capabilities of augmented reality, personalized travel guides can be developed, overlaying information, addresses and points of interest on the real world environment. Thus, travelers can navigate unfamiliar cities, discover hidden gems and learn about local culture and history.
3. Facilitation of interactive cultural experiences: New devices can facilitate the experience of interactive cultural experiences for travelers, superimposing digital content referring to works of art or narrative elements, for example, to physical locations.
4. Translation and communication in different languages: Real-time language translation and communication functions can be provided using voice command functions that enhance the traveler experience when interacting or culturally immersing in the places of destination.
5. Promotion of virtual concierge services: The proportion of virtual concierge services, capable of offering personalized recommendations for accommodation, restaurants or activities based on the preferences and travel itineraries of tourists is simple as well as the possibility of making transactions .
Taxonomy Regulation
Digital tourism, space tourism
Laura Malone, communications director of RIU Hotels & Resorts, and José Olivares Santamarina, PhD, Chief Strategy Officer of Margarita la Meta Agència
And no; we are not talking about tourism in outer space, but about the door that has opened with the transformation of virtual reality to mixed reality in the evolution of the concept of the metaverse towards the web or spatial computing that allows us to create new even more immersive digital experiences - and, above all, also productive - as we shared in a previous post: the metaverse is dead, long live the spatial web.
And the fact is that the spatial web is the great turning point both in terms of corporate and business communication and the creation and distribution of branded content that is turning heads in our society. Artificial intelligence and augmented reality that allow us to interact with digital content as if they were part of our physical environment by being perfectly integrated.
And that changes everything, of course
When in February 2024 Apple launched its mixed reality device called Vision Pro on the market - which complements "glasses" such as Meta's Quest 3 among others - the door was opened to innovations tending to improve the juxtaposition between experience digital and tourist experience of the traveler in the present and immediate future multiplying the possibilities, as with, for example:
1. Creating Immersive Tours and Experiences: Mixed reality can offer immersive tours of tourist destinations, allowing users to explore virtual replicas of famous monuments, historical sites and natural wonders from the comfort of their homes. Tourists can preview destinations before their trips or experience them remotely.
2. Provision of augmented reality travel guides: With the capabilities of augmented reality, personalized travel guides can be developed, overlaying information, addresses and points of interest on the real world environment. Thus, travelers can navigate unfamiliar cities, discover hidden gems and learn about local culture and history.
3. Facilitation of interactive cultural experiences: New devices can facilitate the experience of interactive cultural experiences for travelers, superimposing digital content referring to works of art or narrative elements, for example, to physical locations.
4. Translation and communication in different languages: Real-time language translation and communication functions can be provided using voice command functions that enhance the traveler experience when interacting or culturally immersing in the places of destination.
5. Promotion of virtual concierge services: The proportion of virtual concierge services, capable of offering personalized recommendations for accommodation, restaurants or activities based on the preferences and travel itineraries of tourists is simple as well as the possibility of making transactions .
Taxonomy Regulation
And we already know that RIU Hotels & Resorts has been a pioneer building the amplification of the Riu Plaza España hotel in Spatial, allowing the visit of the Madrid skyline from the rooftop, the reservation of accommodation or the celebration of events in meeting rooms
But what's more, according to the April 2024 report by consultancy Sortlist, 76% of Spanish companies are willing to invest in the creation of immersive marketing experiences with mixed reality devices such as Apple Vision Pro.
And in this report they emphasize that the Fashion or Health industries, in addition to Tourism or e-commerce, lead the development of brand initiatives focused on the creation of immersive digital content; spatial contents.
Content that makes a virtual experience feel so vivid that it causes the need to live the real experience.
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